How Does Knowing Your Audience Mean So Much?
Experiential marketing is all about ensuring your consumers have a good experience and therefore develop positive emotions related to your brand, or product. It’s about appealing to their emotions and solving challenges they have.
If you don’t know your audience well enough, how can you do this? You might get lucky and have a few potential customers relate to your campaign, but most might find the experience irrelevant to their needs and therefore develop negative opinions about your brand.
These negative thoughts can cause more problems than just one person. Word of mouth is very powerful and if you’ve created a negative experience for one person — they are likely to share their experiences with friends. Remember, customers, are more likely to tell others of a negative experience than a positive one.
How Do You Fix This?
There are two simple ways you can fix this. The first is not to do any experiential marketing. But this would limit your potential reach to any audience and deprive you of the benefits of a good campaign.
The second and best solution is to understand your audience. There are many factors to understanding your audience and it starts with a customer profile. This should be developed by your team, especially frontline team members who meet your customers every day. The information you need is very broad, but you need as much detail as possible. For instance, some of the demographics of your audience you could collect include:
- Gender, age, marital status.
- Occupation, salary, education, time in current employment.
- Hobbies, disposable income, regular commitments.
- What they like to read, watch or listen to.
This information is critical to developing an understanding of your audience. It gives them a personality and it’s much easier for your marketing team to relate to an audience when they’ve been given a profile.
What About Why They Want The Product?
The profiling doesn’t just stop there, however. You need to also understand the emotional pull that will convince the audience to buy your product. There are numerous reasons why they might want to make a purchase, but if there’s an overriding challenge they face, it will make your product more attractive if it can solve it.
Finding out what this emotional pain is could be the most vital part of knowing your audience.
This might also be the key reason why your last campaign failed. Imagine you were selling a product that offered 99% accuracy and the most accurate on the market. For some people that might be important, but others might prefer convenience or how much time another product saves them. If there’s little difference in accuracy, then your audience won’t care about your product and the experience is unappealing to them.
However, if you retargeted your experiential marketing campaign so that you stated your product could do the same work in three minutes compared to the five or seven minutes of your nearest rival — that might be something that your audience would want to see.
You could even entwine that three minutes into another positive experience, like making a coffee for them to demonstrate how fast the product is. Then you’ve given your target audience an experience that is meaningful to them and gives them a reason why your product suits their needs.
Experiential marketing is a fantastic way to grab the attention of your audience, but you are more likely to get a good result if you know your audience and understand what their emotional needs are. Therefore, get to know your audience through feedback, surveys and other methods to understand what they want and how you should market to them.
Have you had a failed experiential marketing campaign? What do you think went wrong?
Let us know in the comments below.